To get the media to take notice of your news, activity or event you will need a press release. The key elements you will need to focus on in writing your press release are:
1. Local connection: how relevant are you to the publication you are targeting? If you are aiming to get covered by a local newspaper in a particular area, it helps that you have a connection to that area. Tailor your press release to highlight the connection.
2. Information: Make sure you describe what you are doing in exciting or interesting terms, and make sure you get the facts right.
3. Keep it short and snappy: think of a short headline that captures the essence of your story in those few words. Make it something interesting that readers will be excited to hear about, yet convey relevant information at the same time.
4. Format and style: use regular A4 letterhead with one-and-a-half line spacing, and keep to one side of paper, if possible. ‘News release' and date in large print at the top. Make sure you also mention that it is for "immediate release" to make sure it gets out.
5. Stand out from the crowd: make sure your story stands out, and is of interest to readers for a reason - i.e. your connection to the area or something special you are doing. An editor or journalist (or most likely a very junior person) will be trawling through hundreds of releases every day and they have to want to publish your story for a reason.
6. Five W's: make sure you cover Who? What? When? Where? and Why? in your first paragraph. You can write it as you see fit, but make sure you capture this information.
7. Success story or future accomplishment: To get interest, you have to capture the reader's imagination with the great work you and/or NASS are doing in the local community or any other newsworthy activity you are undertaking.
8. Quotations: if you can find someone who is authoritative in your community to provide a quote for the release, for example your MP or your GP, rheumatologist or physiotherapist, use them. Otherwise, write one yourself. But make sure it is a quote that makes you look awesome and impresses the reader with the weight of the words - i.e. they should come from someone with authority!
NB. If you are planning to contact a celebrity or a high profile personality with AS please get in touch with NASS head office first: we may already have a relationship with that individual or we may be able to provide you with specific contact details and information about their previous support with NASS. This will also help to avoid uncoordinated requests. A unified approach is almost always more successful.
9. Contact details: make sure you include your contact details at the bottom of the document including your home telephone and mobile phone numbers, your email address, your website (if applicable), our website (www.nass.co.uk) and any other way the reader can get in touch with you.
10. Additional information: our draft press release includes information for editors in writing the story. This is a standard part of any press release. Please put this in after the press release, as well as any additional information or statistics about you that are relevant.
Download general press release template